Play On

It's mid-Summer and although the schools are still out, the sun hasn't always been. 

The saving grace for indoor play? Lego.

From the Danish phrase "leg godt", which means "play well", Lego began producing plastic toys in 1947.

In 2002 Lego changed its slogan from "Just Imagine" to (this week's Pure Slogan of the Week) "Play On" as part of marketing change designed to focus on the importance of playing for a child's development and growth. 

The past two decades has seen Lego move into other play-areas, including video games, magazines, amusement parks and movies, becoming one of the world's most recognized brand. 

And to think that, as with every single Lego model ever made, it all started with just one brick. 

Brick Thinking

Away from the big-spending brand advertisers that we looked at and judged in our varied, whistle-stop tour of the SuperBowl media melee, there has been a really neat tactical piece of content launched.

Latching on to the post-SuperBowl buzz and excitement, a British animation studio has combined the best Super Bowl ads in a stop motion video made entirely of Lego bricks. 

We love this piece of (and very quick turn-around) tactical promotion, using an apposite piece of popular culture combined with a creative concept that has worked so well for the Lego brand in the past. 

The best example of this is the full ad break that ran, where they recreated existing TV ads using Lego. 

Innovation at its finest!